WWF'S GREEN MARKETING STRATEGY AND CHALLENGES IN THE DEVELOPING COUNTRIES: THE CASE OF PAKISTAN.

World Wildlife Fund (WWF) Pakistan is the utmost salient player in the sustainable environment sector of Pakistan, as it raises awareness on front burner issues of pollution, devastation of industrial waste, global warming, depleting forests, species, and natural resources. It works in the realm of protection of endangered species, natural habitat, protection, and conservation of natural resources inclusive of wetlands, other water reservoirs, forests, and eco-system of Mother Nature. It is facing serious challenges of its long-run sustainable survival and attainment of its objectives in the developing countries like Pakistan, which is the aim of this inquiry to explore. Although it has established strategic relationships with its several stakeholders, but government for instance, does not entertain environment as its top priority; it is partnering with the corporate sector, private sector organizations, NGOs, local communities, and schools to universities but out of millions of micro and small to large-scale commercial entities, it has received contributions cum sponsorships from only three hundred (300) partners in 2016 (WWF, 2017). There are individual members cum donors too, but WWF's major initiatives and programs are undertaken with financial assistance of multilateral donor agencies including European Union (EU) and United Nations Development Program (UNDP). In this qualitative probe in the form of a case study, data is garnered from extant secondary sources, whereas in the primary data sources, interviews have been conducted from WWF officials and queries were raised from the representatives of public and private (for profit and not for profit) sectors in the meeting of Federation of Pakistan Chamber of Commerce and Industry. The findings indicate that despite enormous contribution of WWF-Pakistan towards eco-system and environment, its own sustainable development seems under menace, since it is not receiving the desired level of cooperation and sponsorships from the domestic stakeholders. However, the environmental degradation in Pakistan stands at the peak level and the entire eco-system is under serious menace of climate change to global warming, which exerts deep impact on the lives of populace, habitat, and economic output. [ABSTRACT FROM AUTHOR]